Design Matters with Debbie Millman: Episode Summary featuring Nicholas Heller

Design Matters with Debbie Millman, hosted by Debbie Millman and produced by Design Matters Media, is one of the world’s pioneering podcasts that delves into the creative journeys of designers and other creative individuals. In the episode released on November 18, 2024, Debbie interviews Nicholas Heller, widely known as New York Nico, exploring his profound impact on celebrating New York City's vibrant culture through his Instagram presence and his newly published book, New York Nico's Guide to New York City.

1. Introduction to Nicholas Heller and His Journey

The episode begins with Debbie Millman introducing Nicholas Heller, highlighting his title as the "unofficial talent scout of New York City." Heller's work revolves around capturing the essence of NYC through short videos, photos, and stories that showcase the city's diverse characters and dynamic lifestyle.

Notable Quote:

Debbie Millman [01:00]: "Nicholas Heller talks about New York City and New York City characters."

2. Early Life and Pursuit of a Filmmaking Career

Heller shares his longstanding passion for film, ignited in eighth grade, which led him to pursue a career in Hollywood. However, his time in Los Angeles was fraught with challenges, including failing his driver's test three times and struggling to secure work as a music video director. These difficulties ultimately prompted his return to New York City.

Notable Quote:

Nicholas Heller [04:16]: "I just wasn't booking any work while I was out there. I went out there because I thought I was going to make it as a hot shot music video director and just failed miserably."

3. Rediscovery and the Birth of New York Nico

Upon returning to NYC, Heller experienced a period of introspection and rediscovery. A pivotal moment occurred when he encountered a familiar street character in Union Square, prompting him to create a short documentary. This experience inspired him to document more of NYC's unique personalities, leading to the establishment of his Instagram channel, newyorkniko.

Notable Quote:

Nicholas Heller [07:48]: "I used this low point in my life as an opportunity to just break out of my comfort zone and talk to this stranger."

4. Transition to Instagram and Building a Community

Initially, Heller shared his films on YouTube, but the engagement was minimal. Recognizing the burgeoning potential of Instagram for real-time content, he transitioned to posting unedited videos directly from his phone. This shift significantly increased his following, allowing him to reach a broader audience and build a supportive community.

Notable Quote:

Nicholas Heller [10:42]: "I'm still introverted. I'm not as introverted as I once was. I'm not shy anymore."

5. Supporting Small Businesses Through "Mom and Pop Drop"

A year before the COVID-19 pandemic, Heller launched the hashtag #MomAndPopDrop to support small businesses in New York. This initiative provided free advertising space on his Instagram page for local storefronts to promote themselves through selfie videos. The pandemic amplified the impact of this project, most notably when Heller featured Henry Y from Army Navy Bag, resulting in a $50,000 fundraising success.

Notable Quote:

Nicholas Heller [12:00]: "They raise a lot of money for these businesses that needed it."

6. New York Nico's Guide to New York City: A Personal Guidebook

Heller's book, New York Nico's Guide to New York City, is more than a traditional guidebook. It serves as a curated list of his favorite mom and pop establishments across all five boroughs, emphasizing personal connections and stories behind each business. The selection process involved visiting over 130 spots to compile the final list of 100, aiming to immortalize these businesses in NYC's history.

Notable Quote:

Nicholas Heller [22:11]: "I want it to be an artifact... something that you'll find on a bookshelf 20 years from now, and you'll open it up and be teleported back to this time in New York history."

7. Celebrating New York’s Boroughs

Heller provides an insightful exploration of NYC's boroughs, challenging common misconceptions and highlighting each area's unique cultural contributions:

• Brooklyn: Once viewed as separate from Manhattan, Brooklyn has blossomed into a cultural hub with over 2.7 million residents. Heller notes its evolution into a coveted area for its vibrant communities and artistic scenes.

• Queens: Described as the birthplace of numerous cultural shifts, Queens is home to influential figures in hip hop and diverse linguistic communities, reflecting its status as one of the most ethnically diverse cities globally.

• The Bronx: Heller debunks stereotypes by showcasing the borough's expansive open spaces, such as the New York Botanical Garden and Pelham Bay Park, as well as cultural landmarks like Yankee Stadium.

• Staten Island: Known for hidden gems like Lee's Tavern, renowned for its clam pizza, Staten Island offers unique culinary delights and serene environments away from the city's hustle.

Notable Quote:

Nicholas Heller [39:10]: "There is so much going on in the Bronx... It's a beautiful space that you don't feel like you're in the city, but you're in the Bronx."

8. Culinary Delights: Pizza and Hot Dogs

Food is a central theme in Heller's narrative, with a particular focus on New York's iconic pizza and hot dog scenes. He acknowledges the subjective nature of declaring the "best" pizza in NYC, highlighting various establishments that cater to different tastes, from traditional slices to innovative, culturally infused variants.

Notable Quote:

Nicholas Heller [43:09]: "You gotta grill them. Nothing better than that." (Referring to the best hot dogs at the Hot Dog King outside the Met Museum)

9. Book Design and Future Aspirations

Collaborating with illustrator Chris Wilson, Heller ensured that his book not only served as a guide but also as a visually engaging artifact. The creative process involved designing unique maps and spot illustrations that reflect the book's vibrant energy. Looking ahead, Heller expresses interest in expanding his work into feature films and additional editions of his guidebook.

Notable Quote:

Nicholas Heller [43:38]: "I want this to stick out... it's my version of Where's Waldo."

10. Commitment to New York City

Concluding the interview, Heller emphasizes his unwavering dedication to New York City. His deep-rooted connection to the city and its community-driven businesses underscores his mission to preserve and celebrate NYC's unique cultural landscape.

Notable Quote:

Nicholas Heller [46:04]: "I can't imagine ever living anywhere else."

Conclusion

Nicholas Heller's journey from a struggling filmmaker in Los Angeles to the beloved New York Nico encapsulates a profound love for New York City and its eclectic inhabitants. Through his Instagram presence and his book, Heller not only documents but also immortalizes the city's small businesses and vibrant characters, offering both residents and outsiders an intimate glimpse into the heart of NYC. His work exemplifies the power of social media and personal storytelling in fostering community support and preserving cultural heritage.

For More Information:

• Book: New York Nico's Guide to New York City
• Instagram: @newyorkniko
• Follow Nicholas Heller's Journey: Engage with his vibrant content to explore more of NYC’s hidden gems and inspiring stories.